Agency Selection Guiding Principles

Agency Selection Guiding Principles, is a joint initiative between VoxComm, the global voice of agencies and WFA (World Federation of Advertisers). This is not just another addition to the existing literature and methodologies on finding the perfect business partner. Instead, it represents a departure from the conventional approach, encompassing key principles as well as processes.

The objective is to propose best practices aimed for partnership selection and move away from the traditional concept of “pitching”, which is challenging to both agencies and clients alike, embracing a new mindset focused on selection. The time has come to rethink the pitch system and consider a more structured, respectful, people-first approach to partnership selection.

This transformation, however, may require changes to the traditional approach. It calls for a shift in how we perceive and navigate the agency selection process. While change can be daunting, the rewards can be immense. Becoming a “client of choice“ encompasses more than just the ability to lead an informed, inspired, respectful and transparent selection process. By adopting this approach, businesses can attract top-tier agencies, foster stronger relationships that deliver stellar work, and build a reputation for being an organisation that prioritises people.